Online Reputation Workshop for Car Dealers
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Online Reputation Workshop for Auto Dealers--Strategies for Securing Your Reputation and Building Your Social Store. Southland Motor Car Dealer Assoc. 8-10-11
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Online Reputation Workshop for Car Dealers
- 1. Managing your dealership’s Online Reputation Strategies for Securing Your Reputation & Building Your Social Store Kathi Kruse Kruse Control Inc. @kathikruse
- 2. Change
- 3. “I don’t like talking to a screen. I like face-to-face.”
- 14. Social Media is: ...Digitized
- 15. What’s Driving These Changes?
- 17. Consequently....
- 19. Today’s customer doesn’t just buy what you sell...they buy WHO YOU ARE.
- 20. How do you buy?
- 21. Relationship = Trust = Sales
- 22. The Social Shift: Daily Operations
- 24. Be Proactive. Be Consistent.
- 25. Staff = “Brand Advocates”
- 30. Website Address & Test the Link
- 31. Load 10 Photos & 5 Videos
- 32. Set “Service Area” Beyond Default
- 33. Implement Process for Reviews
- 34. Spend $25/mo for Google Tags
- 37. Load Photos & Owner Bio
- 38. “Yelp Us Out” Process for Reviews
- 39. Yelp For Business Owners:
- 40. Ads
- 41. Slideshow
- 44. They’re missing the facts
- 45. When the review develops legs
- 46. The person is angry with you, not just life
- 47. When someone else reads it & is offended for you.
- 49. Listen
- 50. Remain calm
- 51. Be authentic
- 52. Speak like a person
- 54. KEY: Buy In from “Brand Advocates”
- 55. 7-Steps to Integration: Train Frontline Personnel Signage Email Mktg & Gmail Customers “Brand Advocates” & iPads Motivate, Recognize & Reward Customers & Vendors Video Testimonials
- 57. CASE STUDIES How a single unhappy customer can devastate your reputation...
- 58. CASE STUDIES Used Car Nightmare
- 60. Over 200 comments
- 61. How did this happen? Is it Mossy’s fault?
- 62. Put together by consumer group
- 63. Arbitration is the agenda
- 64. Was car disabled for the video?
- 65. Flood vehicle?
- 66. $8000 car
- 68. Website on Google page one
- 69. Links on dozens of consumer sites including consumerreports.org
- 70. Hundreds of articles online
- 71. Reviews on Yelp, etc.
- 72. Customer active on social media sites
- 73. Dealer lost 250 plus DealerRater reviews on Google Places, now shows 2.5 star Yelp ratingHow much did that $8000 car cost the dealer?
- 76. Story shows on page one results
- 77. Noted on review sites
- 81. Trashed dealer and complimented competitors
- 82. GM had opportunity to rectify situation
- 84. Went back to dealership to discuss but was told alarm couldn’t be removed because it is “locked to the remote”
- 85. Customer called alarm company and was told that Finance Manager lied
- 86. Posts review on RipOff Report
- 90. 10 Common Complaints on Review Sites 1. Bait and Switch Against federal and state law Ads must be pulled within 48 hours 2. Not Honoring or Hiding Advertised Price California law states that vehicle must be sold at lowest advertised price regardless of consumer knowledge 3. Broken promises Pearson Ford case
- 91. 10 Common Complaints on Review Sites 4. Finance Issues – Payment Packing, Forced Service Contracts, etc. Tremendous legal liability in California 5. Rude or Arrogant Behavior 6. Mechanical Problems with Vehicle 7. Overselling in service department Potential BAR claim
- 92. 10 Common Complaints on Review Sites 8. Improper diagnosis, not repaired correctly 9. No communication from staff 10. Customer attempted resolution but unacceptable or no response from dealership
- 93. Dealing With Customer Complaints Have neutral party handle customer complaints Listen carefully to your customer Empathize – let customer know you understand Apologize to the customer, even if you feel that you have no part in the problem Decide what you will do to resolve the problem, and let the customer know Don’t delay. The longer you wait, the more frustrated the customer will become Check your ego at the door. If necessary give customer a concession, even if complaint has no merit
- 94. Dealership Social Media Policy
- 97. Dealer Compliance Consultants Blog
- 98. . Q & A
- 99. Thank You! Social Media Coaching & Training kathi@krusecontrolinc.com 714.251.6440 Facebook: kathikruse Twitter: @kathikruse LinkedIn: krusecontrol . Dealer Training & Compliance Solutions jim@dealercomplianceconsultants.com 858.722.2726 Facebook: jimradogna Twitter: @jradogna LinkedIn: jimradogna
Notes de l'éditeur
- I’ve spent my life in the car business...New thinking, Social Media connects all of it.
- Pre-recession: fun - Post-recession: Social MediaWhen I sold cars & managed dealerships....
- Internet has changed everything.Technology shift. Car buyers trustworthy info“Spectacular” = Blah, blah and blah
- Facebook conversations
- Twitter conversations
- LinkedIn conversations
- Yelp Social network
- Google Places: SEO and Social
- Google Places shift away from 3rd party site reviews.Customers are looking for good dealers. Give quality info, engage them – feel comfortable - they buy.
- How we succeed at selling cars today. Welcome with Facebook page = Upping themCommunicate the great experience you deliver
- Shoppers spend 11 hours online researching their next car.
- Buyers spend most time on 3rd Party sites.
- Most influential source for shopping= Internet2nd most: Word-of-Mouth. Social Media is word-of-mouth.
- Speedy delivery of referring buyers.Social is buzz, people talk
- Changes were driven first as a generational reaction to traditional marketing
- Where Baby Boomers rejected conformity, GenY rejects pretense. Their BS-detectors are highly-sensitive and calibrated with Social feedback.
- Tried & true selling methods that worked as recently as 2 years ago....We have to step up our game – build a community of savvy shoppers – want to buy from us
- Interconnectivity.Have to deliver ALL that our marketing materials promiseClaims of biggest and best mean nothing when....Alignment: buyer & seller – shared values & perspectives
- WHO You Are
- eMarketer: 84% of Americans say online reviews influence their decision to purchase
- Meet customer where they are. Build relationships, establish trust and convert leads to sales.
- Handle operational changes to make Social Media marketing a success?
- Budgets re-purposed to support managing Social Media & Online Reputation Mgmt.Cohesiveness with your team.
- “I’m not on Social Media”. Conversations - with or without you.
- Leverage staff contributionEngaging staff increases Social Media success ten-fold. Raving Fans
- In-house or outsourced, Social is not a “launch it and leave” proposition.Designate a “Community Manager” Social Communication--Switchboard
- 2minimum platforms to manageStrategy is the same
- Next we’ll talk about HOW and WHEN to respondStory: $181.25
- When Social Media attacks, fight back with kindness and understanding
- Biggest challenge todayFrontline personnel first—then whole team
- Online Rep Mgmt requires grassroots participation from your staff. Communicate consistent message7-step Strategy: Integrate
- I’ve developed7 Steps
- Online Rep Mgmt requires grassroots participation from your staff. Communicate consistent message7-step Strategy: Integrate
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- I’ve developed7 Steps
- Embrace the fact: Employees already on Social Media.With all employee initiatives, guidance with specific policy is vital.
- After 3 decades in the car biz and the worst recession in my life timeExciting to see Social Media bring – opportunity - create bonds with customers like never before. You can create a community of sustained relationships.